Facebook Location targeting.
Most social media platforms give you the ability to choose audiences based on location - since you know where your billboards or ad screens are, you know who to re-target on your socials.
But why, tho?
The short answer – all forms of advertising work together to create an impression on your customers. The more touch points they have with your brand, the more likely they are to buy into it.
What’s more – there’s research to say that out-of-home supports social media advertising really well, especially for younger audiences.
I wanted to talk about research from someone who doesn’t gain from how amazing out-of-home is – who better than Facebook themselves!
The summary – They found that out-of-home combined with Facebook was considerably more effective than Facebook alone. In fact it was 13% more effective than they had anticipated!
You can take a look at the article here
In this article they’re referring to reach and the likelihood that a Facebook page will be visited after seeing your OOH campaign: What I want to show you is a very simple way that you can re-target the people who have seen your OOH campaign. If you get your audience right – you’ll see an increase in clicks.
Let's get started.
Before you set out into any campaign you have to know what you want the achieve – You can’t meet goals if you don’t set them. Make sure the campaign actually it suits your goals and remember that this process won’t be useful in every situation (e.g. niche target markets or direct sales).
The ads on my screens, and the ads on your customers screens, should be similar enough that your customers can recognise them both as part of the same story. There’s no sense in saying “I sell indoor ferns” on a billboard and “I’m a rain forest specialist” on facebook – the connection won’t be made and the re-targeting won’t be effective.
everything needs to work together towards the same goal.
STEP ONE - WHAT DO YOU WANT?
You’re going to set up the Facebook campaign in the same way that you usually do. You should already know what you’re working towards and who your audience is.
When prompted, pick what’s most relevant to your needs.
Let’s pick an obscure but relatable example: I am going to re-create the titanic and I want to get the locals enthused by this magnificent idea. Ultimately I want to lead them to my website where I can explain how great my plan is.
I know that I want to target a very specific area, and I want to lead them to my website (but I really don’t care about demographics because I’m amazing and my ideas sell themselves anyway #genius #winning).
So, I’ll tell Facebook that yeah I want this campaign to bring website traffic.
STEP TWO - TARGET AUDIENCE
When you get to the audience section, that’s what you’ll want to pay attention to. You have the ability to include or exclude existing custom audiences. Again, choose what suits your needs best. I don’t have an existing audience for my titanic re-creation. I also already said that my ego was too big to bother with demographic information.
Now you need to set the location parameters. It’ll auto-fill/select to “everyone in this location” but you might want to be a bit more specific. I could choose everyone and stroke my ego or I could opt for people who live in the area to reduce the audience (and therefore waste) and only target those local folks that I was talking about earlier.
STEP THREE - DROP THE PIN
This here – this is the most important part. Rather, it’s the part that I wanted to show you.
You’ll automatically be set up to target the entirety of Australia (or wherever your location is set to). So, the first thing you’ll want to do is remove that parameter. Normally you’d be temped to type in “Gold Coast” if that’s where your audience is… but we’re not going to do that today.
ZOOM. Actually, though.
Zoom in right to the location of your billboard. Grab that little drop pin in the bottom right corner and place it on top of your billboard. You can place as many pins as you like on as many billboards/screens as you like.
When you do that, you’ll notice a zone is automatically applied. You can go ahead and make it larger or smaller – depending on how big your target area is and what choices you made in the previous steps.
My titanic replica is amazing – and whole world should know about it – but since my primary goal is to keep the locals informed about my plans, and I only have one billboard selected, I’d certainly reduce my zone to the surrounding neighbourhoods only.
FINISH YOUR CAMPAIGN
If it suits your needs, you can continue forward to be ultra-specific with your audience. Choose your relevant demographic information, interests or behaviors.
I might, for example, target people who have an interest in boats, sailing, cruises and so on. This way I’m not just targeting people who might have seen my ad, but focusing on people who were more likely to be interested when they did see it.
Given the small radius of people whom I have targeted – I won’t do that in this scenario. If I did – my audience would be far too small to have bothered with the ads at all.
Perhaps I’ll have a separate audience that is targeted by interests, but has nothing to do with my billboard. Although it is a similar message and I do want them to go to my website – I’d like to track my billboard ads performance – so I would pay closer attention to excluding or including custom audiences for each set of ads or each campaign that I create.
This brings me to my last bit of advice when setting these things up – give you audience a name that makes sense!